In today's market, private domain marketing is an effective strategy implemented by well-known brands to increase customer loyalty and brand recognition by building a closer relationship with consumers. Especially during festivals, private domain marketing can further strengthen the connection between brands and consumers. The following is an example of Qixi Festival and social media, eight strategies to help well-known brands implement private domain marketing during the festival:
1: Full of favorite fans activities
Recommending product discounts for fans in the community is one of the most common ways of festival marketing. High-frequency and low-priced products can sell more products at this time, and high-priced products can be released at this time to promote the conversion of price-sensitive customers.
Winona: Winona’s private domain community has not formed a closed loop in the WeChat ecosystem, and the transformation is all in a certain treasure, so the private domain community is completely used as a channel for planting grass and diversion. On the day of Chinese Valentine’s Day, a list of pet fan benefits was carried out Listed, and launched a full gift activity , the order in the group paid 299 plus a free experience product. And in the afternoon, attract customers to the live broadcast room of a certain treasure to achieve the conversion effect.
Two: spike activity
Daily Heiqiao: Tanabata meets Thursday’s flash sale day, and the community’s Tanabata activities are carried out through the flash sale product preview + product introduction + full draw event . There is a very useful way to play in the private domain community for spike-killing activities, which is the flash mob group. It is recommended that Daily Heiqiao try the flash mob group. But when it comes to flash kills, I still believe in live streaming as the most powerful one.
Kung Fu Gourmet: Kung Fu Gourmet conducts flash sales activities for festivals, directing users to the video account for live flash sales. The point is that it can leverage the power of the public domain through its own private domain, which is also very good.
So, in addition to graphic flow. It's also good to try video streaming.
Three: The main gift-giving membership card
Cotton Era: Video account live streaming is the mainstream method of WeChat ecology at present. In the comprehensive era, private domain community users are attracted to the live broadcast room, and it is also a full gift event to carry out live streaming. But giving socks is really not very attractive.
The community activities on Qixi Festival were mainly selling cotton cards. The topic of Qixi gift giving was used to guide the further conversion of membership cards, and a pop-up page was added to the mini program mall to guide clicks.
What I want to say here is that many retail communities actually don’t pay much attention to community activity. Specifically, they should not pay attention to superficial community activity. Give away interactive points, unfortunately, the community is not active. The mainstream view is still that high-frequency and low-priced retail products pay more attention to conversion data , while low-frequency and high-priced retail products pay more attention to the social interaction between users and brands .
Four: Promotion of holiday topics
Chow Tai Fook: Chow Tai Fook’s private domain community has done a more refined user hierarchical operation in the early stage. According to the attributes and interests of customers, Chow Tai Fook has created many interest groups, including food groups, cat pet groups, dog pet groups, love Meiqun, Fat Reduction Group, etc. are basically subdivided communities specially created around jewelry-related female customers, so the later private domain community operations are more targeted, and the community activity is also good.
In different types of segmented communities, Chow Tai Fook has done different topics, such as posting activities in the beauty group, posting love talk activities in the art group, sharing fitness products in the fat loss group, etc. The most important thing is that the community is really active and the user participation is very high. Including some organizing users to go to other platforms to do grass planting activities to enhance brand value, which is very effective.
When the product is an attribute of low frequency and high price, it is actually difficult for users to remain active for a long time by making content around the product. And by creating content around user attributes, this is a high-frequency social field, and it is a good strategy to use high-frequency to drive low-frequency. Including financial products can also learn from this kind of gameplay.
Five: Festival game lucky draw
The main purpose of this type of activity is to retain users. It can be directly integrated with third-party themed marketing activities, and the cost is low. Both Tao Taoju and Qiaqia Foods held a community-based Qixi-themed game lottery during the Qixi Festival.
Tao Taoju:
Chacha Food:
Six: Random Instant Reduction
Random instant discounts usually set a large amount of instant discounts as an attraction point, which is also a method often used in festival marketing.
Rainbow Supermarket:
Rainbow Supermarket has also tried community promotion, but it is not ideal. I am usually used to the social marketing of product planting. Suddenly doing a promotion is equivalent to exposing the real activity of the community in the sun. , it is conceivable that the result is not what people want. Even if the topic guidance is adopted, almost no users come out to post "straight men's gifts". Of course, I can't take it for granted that Tianhong Private Domain is not doing well. Looking at the main mode of Texhong’s private domain, it is still the entity-based private domain shopping guide + private domain community + private domain live broadcast. The private domain GMV scale of tens of billions is the result of the combined effect of tens of thousands of shopping guides combined with digital operation centers.
The promotion has not been completed, so the marketing has to continue. The key marketing activities of the community are mainly on the high-amount instant discount, so Qixi Festival mainly focuses on product promotion, and is carried out around the instant discount activity.
Seven: Qixi Festival-related product push
For brands that are highly related to festivals, it is a good way to recommend key products on the day of the festival. After all, festivals need a sense of ritual, and the sense of ritual needs gifts to set off, and just-needed products must be purchased.
MINISO Premium Products: MINISO Gifts is a gathering place for gifts. On Qixi Festival, a gift list has been carefully prepared, so that everyone who has difficulties in choosing gifts can see the dawn, and it also effectively focuses on the pain points of users.
Dashenlin: So, Dashenlin went directly to Okamoto.
Dingdang Kuaiyao: Coincidentally, Thursday is also the member day of Dingdang Kuaiyao, plus coupons, very attractive, referring to summer mosquito repellent water.
Eight: New products for festivals
Big brands often launch some new products during the festival. Although the marketing time for new products during the festival is short, they can get enough exposure. For example, Ruixing’s Warui likes you Chinese Valentine’s Day set meal. Combined with the seckill activity, the circle of friends has fallen again.
The above is a summary of the marketing actions of various brands in the private domain community during the Qixi Festival event. It can be found that most brands focus on product promotion and transformation, and there are various forms. This is also the consistent method of retail brands; a few brands Paying more attention to the social interaction of users has also achieved good results in brand communication and heartland marketing.
In the banking industry I work in, we are also very clear that finance is an industry with relatively low frequency and relatively high prices, with tens of thousands to hundreds of thousands of customer orders, long thinking cycles for users, and more focus on promoting activity and trust , Do a good job in heartland marketing, and the transformation will be easier. In the future, we will continue to share more thoughts and experiences on high-customer and low-frequency industries.
Original link :
Getting Started | How do well-known brands do festival marketing? Eight Examples of Strategies
Extended article :
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